Leading the design behind a 1M€ crowdfunding raise
OVERVIEW
6 months to convince future users
Over a six-month internship, I contributed to the launch of niostem, a startup building a device that regrows hair through electric stimulation. The main goals were to build trust, educate potential users and drive pre-orders.
To do so, I created a comprehensive marketing campaign, regularly updated the company's website, created ads across all platforms, kept the social media active and started working on the future app.
PROBLEM(S)
nio—who?
niostem was completely unkown. Although it had been established and funded for a few years when I arrived, its product hadn't been launched into the public yet. I thus joined at a critical period for the company: right before the launch.
This was a particularly challenging project, because of how tedious it would be to convince users: not only because of how revolutionary the technology was, but also because of the emotion and sensitivity related to hair loss.
PROCESS
Designing for trust
Because this internship was content-heavy and multi-disciplinary, this case study focuses on the final outputs instead of the work-in-progress files.
The following sections represent the multiple formats I worked on, from campaign assets and video creations to web and app design.
1. Video Editing
I created promotional & educational videos to communicate the product's value in an accessible way. These were used across our platforms and in the campaign.
From scripting to motion design, each video was made to educate and convince potential users while maintaining a professional tone aligned with the brand.
2. Launch Campaign
To promote the product before its release but also, very importantly, to ensure clarity and regulatory compliance, I designed posters, product visuals, tutorials, social media posts, and calls to action.
Again, it was critical to not misalign with the tone of the company and to stay coherent across all touchpoints. The goal I kept in mind was that these assets should make sure no question would be left unanswered by the campaign.
3. Website
No brand feels real without a website, a place where all of the information can be found, and a statement about the company's identity, values and goals.
For niostem, this was absolutely critical in order to build trust. The technology and research the headset was based on were detailed transparently.
4. App (exploration)
Towards the end of the internship, I started working on the companion app used to control the headset and monitor hair growth.
While it wasn't completed, I imagined user flows and prototypes for future development, and prepared assets for publishing in the App Store.
SOLUTION
Trustworthy foundations
My contribution thus consisted of many different deliverables in various formats. It pushed my creativity to the edge, and helped me diversify my skills.
Despite the overwhelming amount of assets, a coherent ensemble emerged, and niostem finally had the trustworthiness it desperately needed.
RESULTS
A successful €1M crowdfunding campaign
While the initial funding goal was €50,000, the campaign raised €1M, exceeding our expectations by 2,000%.
Successfully launched since then, niostem is now operating at a global scale, and my work was endorsed by the whole team.
TAKEAWAYS
What I learned
What design really is about
Design is functional first: everything needs to serve a purpose. I can't create anything I want, it needs to be aligned with the tone and vision of the company.
Don't wait for permission
Often taking initiative, even as an intern, drastically accelerates progress and unlocks opportunities that simple "do what you're told" attitudes can't.
Keeping track
Never underestimate the importance of backing up assets, even early prototypes. They're invaluable for learning... and for your portfolio!